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Marketing 245 Principles of Electronic Commerce Temple University

Fall 2000 Dr. Susan Mudambi Department of Marketing Speakman Hall Room 337 Tel: (215) 204-35 1 !mail: "m#$am%i&"%m'temple'e$# Home (age: )ttp:**+++'"%m'temple'e$#*,"m#$am%i -ffi.e Ho#r": T#e"$a/ 0 T)#r"$a/1 1-2 p'm' Course Prerequisite Marketing (rin.iple" (M2T 031)' M4S 100 or M4S 110 i" re.ommen$e$' Required Text Principles of Internet Marketing %/ 5ar$ Han"on1 So#t)5e"tern (#%li")ing1 2000 -t)er re6#ire$ rea$ing" +ill %e a""igne$1 generall/ a7aila%le 7ia t)e .o#r"e +e%"ite' Recommended: St#$ent" are e8pe.te$ to keep t)em"el7e" .#rrent +it) e-.ommer.e $e7elopment" %/ rea$ing ne+"paper"1 %#"ine"" maga9ine"1 an$ online e-.ommer.e ne+" "o#r.e"' Course Description T)e gro+t) of t)e 4nternet .ontin#e" to )a7e a tremen$o#" infl#en.e on %#"ine""' :ompanie" an$ organi9ation" of all t/pe" an$ "i9e" are ret)inking t)eir "trategie" an$ )o+ t)e/ r#n t)eir operation"' T)i" ne+ .o#r"e in t)e Temple !-Marketing program .)allenge" "t#$ent" to e8plore t)e realitie" an$ impli.ation" of e-.ommer.e from a marketer;" per"pe.ti7e' <#"ine""-to-.on"#mer (<2:) an$ %#"ine""-to%#"ine"" (<2<) e-.ommer.e market" are e8amine$' T)e .o#r"e intro$#.e" "t#$ent" to a +i$e range of ele.troni. .ommer.e i""#e" for marketer"1 a" a fo#n$ation for .ontin#al learning in t)e $/nami. e-.ommer.e en7ironment' Learning b!ecti"es

To gain an #n$er"tan$ing of t)e t)eorie" an$ .on.ept" #n$erl/ing e-.ommer.e To appl/ e-.ommer.e t)eor/ an$ .on.ept" to +)at e-marketer" are $oing in =t)e real +orl$= To impro7e familiarit/ +it) .#rrent .)allenge" an$ i""#e" in e-.ommer.e
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#ature o$ t%e Class T)e .la"" meet" Tuesda& ' T%ursda& 2()0 * )(00 p.m.' :la""e" ma/ in7ol7e le.t#re"1 7i$eo"1 g#e"t "peaker"1 "mall gro#p e8er.i"e" an$ $i".#""ion"' St#$ent" are e8pe.te$ to atten$ .la""1 parti.ipate an$ .ontri%#te to $i".#""ion"1 an$ keep #p +it) e-%#"ine"" ne+"' Class Participation 4 a""#me /o# are taking t)i" .la"" %e.a#"e /o# are tr#l/ intere"te$ in !-:ommer.e1 an$ are "eeking to $e7elop /o#r "kill" an$ #n$er"tan$ing' T)i" +ill re6#ire a.ti7e parti.ipation on /o#r part1 %ot) in .la"" an$ o#t"i$e of .la""' <e.a#"e of t)e nat#re of t)e "#%>e.t1 +e ")o#l$ %e a%le to learn a lot from ea.) ot)er -- or1 to #"e !.ommer.e >argon1 4 e8pe.t =.olla%orati7e .#"tomi9ation= of t)e .o#r"e1 an$ a )ig) $egree of =mem%er-pro$#.e$ .ontent=' T)e .arrot: $i".#""ing e-.ommer.e ne+" item" +ill earn /o# e8tra .re$it' T)e "ti.k: atten$an.e +ill %e taken ea.) .la""' ?long +it) Temple @ni7er"it/ poli.ie"1 no more t)an 2 a%"en.e" are permitte$' !a.) a$$itional #ne8.#"e$ a%"en.e +ill re"#lt in a 10 point lo+ering of /o#r final gra$e' "er"ie+ o$ ,ssessment -eig%t .2C Mini Pro!ect 3xam 45 .2. Mini Pro!ect 3xam 42 3*Commerce 8roup Pro!ect 20/ 56/ 20/ 56/ 90/ 100A .2C Mini Pro!ect Description: Comparison S%opping T)i" mini pro>e.t pro7i$e" /o# +it) t)e opport#nit/ to "/"temati.all/ .ompare 4nternet retailing an$ tra$itional retailing ")opping e8perien.e"' :t is due be$ore class on September 22. <a.kgro#n$ S)opping :ompari"on Re.ommen$ation" St/le (.larit/ of +riting) 35A 35A 20A 10A
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Deadline -0 )( -0 6( -0 7( Tuesda&1 Sept. 22 T%ursda&1 T%ursda&1 ct. 6 ct. 22

-0 52( Tuesda&1 #o". 25 -0 59( T%ursda&1 #o". 90

100A (i.k a goo$ or "er7i.e t)at /o# (or "omeone /o# kno+) are planning to p#r.)a"e' T)i" .o#l$ in.l#$e pro$#.t" "#.) a": ")oe"1 me$i.ine1 to/"1 .lot)ing1 in7e"tment a$7i.e1 gro.erie"1 +e$$ing gift1 in"#ran.e1 "porting e6#ipment1 et.' Do B-T .)oo"e .omp#ter )ar$+are or "oft+are1 plane or e7ent ti.ket"1 or %ook" (t)e"e are too .ommon)' (lea"e email me if /o# )a7e an/ 6#e"tion" a%o#t t)e appropriatene"" of t)e pro$#.t t/pe /o# inten$ to .ompare an$ p#r.)a"e' T)e mini pro>e.t report m#"t %egin +it) a title page1 an$ a one page e8e.#ti7e "#mmar/' T)e %o$/ of t)e pro>e.t ")o#l$ not e8.ee$ 7 page"' T)e fir"t "e.tion1 <a.kgro#n$1 in.l#$e" (a) a $e".ription of t)e range of alternati7e" a7aila%le to a potential %#/er of t)i" pro$#.tC an$ (%) e8planation of t)e ke/ p#r.)a"e .on"i$eration"1 "#.) a" .on7enien.e an$ pri.e' You are expected to explicitly draw on theories and concepts presented in class and in your readings, and to apply them to this type of purchase situation. 4n t)e "e.on$ "e.tion1 S)opping :ompari"on1 /o# +ill nee$ to fo.#" on t+o pla.e" to p#r.)a"e t)e pro$#.t on t)e 5e%1 an$ t+o pla.e" to p#r.)a"e t)e pro$#.t in a p)/"i.al retail e"ta%li")ment' (ro7i$e $etail" of ea.) of t)e fo#r lo.ation"' Do# .ertainl/ $o B-T )a7e to .omplete t)e p#r.)a"e of t)e pro$#.t fo#r time" -- >#"t on.eE Do# $o1 )o+e7er1 nee$ to get far eno#g) into t)e p#r.)a"e pro.e"" to %e a%le to "/"temati.all/ .ompare t)e fo#r p#r.)a"e e8perien.e" #"ing t)e ke/ p#r.)a"e .on"i$eration" /o# i$entifie$ in t)e fir"t "e.tion' ? "#mmar/ ta%le i" e8pe.te$' T)e final "e.tion1 Re.ommen$ation"1 i" a "#mmar/ of pra.ti.al re.ommen$ation" for impro7ing t)e p#r.)a"ing pro.e"" (not t)e entire +e%"ite or "tore) of ea.) of t)e fo#r p#r.)a"e "ite"' .2. Mini Pro!ect Description( .2. 3xc%anges T)i" mini pro>e.t +ill )elp in.rea"e /o#r #n$er"tan$ing of t)e range of <2< e.ommer.e e8.)ange" a7aila%le1 an$ )o+ .ompanie" #tili9e <2< e8.)ange"' :t is due be$ore class on ctober 22. <a.kgro#n$ Site ?nal/"i" Re.ommen$ation" St/le (.larit/ of +riting) 35A 35A 20A 10A 100A

Fet;" a""#me t)at +)en /o# gra$#ate from Temple1 /o#r marketing an$ e.ommer.e "kill" +ill %e )ig)l/ "o#g)t after' ?fter +eig)ing man/ option"1 /o# $e.i$e to +ork for a "mall %#t fa"t-gro+ing management .on"#lting firm' -ne
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of /o#r fir"t a""ignment" i" to +ork +it) a me$i#m "i9e$ in$#"trial man#fa.t#rer (SMM :ompan/) t)at i" in t)e pro.e"" of re7i"ing it" e-.ommer.e "trateg/' ?" l#.k )a" it1 /o# kno+ 7er/ little a%o#t t)at in$#"tr/1 an$ nee$ to get #p to "pee$ 6#i.kl/' Spe.ifi.all/1 SMM i" .on"i$ering >oining a <2< e8.)ange1 a" a "eller an$*or a" a %#/er1 an$ +ant" /o# to e7al#ate t)e lea$ing <2< e8.)ange" #"e$ %/ .ompanie" in it" in$#"tr/' Do# ma/ .)oo"e +)i.) <2< in$#"tr/ SMM i" in' 4 +ill pro7i$e /o# +it) a partial li"t of <2< e8.)ange" in t)e .)emi.al in$#"tr/1 t)e metal" in$#"tr/1 t)e p)arma.e#ti.al in$#"tr/1 an$ t)e ele.troni." in$#"tr/' 4f /o# $e.i$e to .)oo"e an in$#"tr/ ot)er t)an one of t)e"e fo#r1 /o# m#"t .lear it +it) me 7ia email before Thursday, October !' T)e mini pro>e.t report m#"t %egin +it) a title page1 an$ a one page e8e.#ti7e "#mmar/' T)e %o$/ of t)e pro>e.t ")o#l$ not e8.ee$ 7 page"' 4n a$$ition1 a li"t of referen.e" i" e8pe.te$1 in "tan$ar$ format' T)e fir"t "e.tion1 <a.kgro#n$1 i" (1) a $e".ription of t)e range of alternati7e" a7aila%le to SMM :ompan/1 in.l#$ing general <2< e8.)ange" an$ "pe.ifi. in$#"tr/ e8.)ange"C an$ (2) a $e".ription an$ e8planation of t)e ke/ a"pe.t" or .riteria t)e .ompan/ ")o#l$ .on"i$er in e7al#ating t)e alternati7e"' Sin.e /o# $o not )a7e e8ten"i7e kno+le$ge a%o#t SMM;" market1 make an$ "tate rea"ona%le a""#mption" a" appropriate' You are expected to explicitly draw on theories and concepts presented in class and in your readings, and to apply them to this type of decision. Do# are al"o e8pe.te$ to pro7i$e e7i$en.e t)at /o# )a7e rea$ a%o#t t)e in$#"tr/ of /o#r .)oi.e' 4n t)e "e.on$ "e.tion1 Site ?nal/"i"1 /o# nee$ to fo.#" on t)ree of t)e e8.)ange"1 an$ "/"temati.all/ anal/9e +)at t)e "ite" offer1 #"ing t)e e7al#ation .riteria /o# $e7elope$ in t)e fir"t "e.tion' T)e final "e.tion1 Re.ommen$ation"1 i" a "#mmar/ of pra.ti.al re.ommen$ation" to SMM :ompan/ regar$ing t)e <2< e8.)ange"' 3xams Description T)e t+o e8am" ( ctober 6 and #o"ember 25) +ill .o7er material from .la"" le.t#re" an$ $i".#""ion1 t)e te8t%ook1 an$ ot)er rea$ing"' T)e/ +ill primaril/ .on"i"t of 6#e"tion" in m#ltiple .)oi.e or ")ort an"+er format' 3*Commerce 8roup Pro!ect Description T)i" pro>e.t pro7i$e" /o# +it) an opport#nit/ to in.rea"e an$ $emon"trate /o#r #n$er"tan$ing of e-.ommer.e t)eor/ an$ pra.ti.e' T%e pro!ect is due be$ore class on T%ursda&1 #o"ember 90. Market ?nal/"i" !-:ommer.e Rationale
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20A 30A

!-:ommer.e :riti6#e 0 Re.ommen$ation" St/le (.larit/ of +riting1 e7i$en.e of re"ear.)) 4n-:la"" (re"entation

30A 10A 10A 100A

Relati7el/ fe+ .ompanie" or nonprofit organi9ation" effe.ti7el/ #tili9e t)e 4nternet in t)eir marketing program"' Mo"t "mall %#"ine""e" "till $o not e7en )a7e a +e%"ite' 5orking +it) a gro#p of 3-4 "t#$ent"1 i$entif/ a .ompan/ /o# %elie7e +o#l$ %enefit from an impro7e$ e-.ommer.e program' @"e t)e .la"" Fi"t"er7 to inform me of t)e mem%er" of /o#r gro#p1 t)e .ompan/ of /o#r .)oi.e1 an$ +)/ /o# )a7e "ele.te$ it' 4 +ill t)en repl/ a" to +)et)er t)e .ompan/ i" appro7e$' (Dea$line for /o#r initial re6#e"t i" T)#r"$a/1 Sept' 23)' T)e pro>e.t report m#"t %egin +it) a title page an$ a one page e8e.#ti7e "#mmar/' T)e one page e8e.#ti7e "#mmar/ m#"t %e po"te$ #"ing t)e :o#r"e Fi"t"er7 %/ t)e Bo7em%er 30 $ea$line (or /o# +ill lo"e 2 point" off t)e pro>e.t gra$e)' T)e fir"t "e.tion1 Market ?nal/"i"1 i" a 3-4 page "#mmar/ of t)e .ompan/1 it" marketing en7ironment1 it" main .#"tomer market1 it" marketing mi81 an$ t+o or t)ree of it" ma>or .ompetitor"' Tool" "#.) a" S5-T anal/"i"1 ST!( anal/"i"1 an$ (orter;" 5 Gor.e" ma/ %e applie$' ?$$itional information ma/ %e pla.e$ in an appen$i8' Primary and secondary research is expected. Referen.e" are e8pe.te$' T)e "e.on$ "e.tion1 !-:ommer.e Rationale1 i" a 4-5 page rationale a" to +)/ t)e .ompan/ or organi9ation ")o#l$ in.rea"e an$ impro7e it" e-.ommer.e a.ti7it/1 gi7en t)e parti.#lar nat#re of it" marketing en7ironment' You are expected to explicitly draw on theories and concepts presented in class and in your readings, and to apply them to the company"s particular situation. T)e final "e.tion1 !-:ommer.e :riti6#e an$ Re.ommen$ation"1 i" a 4-5 page .riti6#e of t)e .ompan/*organi9ation;" +e%"ite an$ apparent e-.ommer.e a.ti7it/1 an$ re.ommen$ation" for impro7ement' T)e "#mmar/ i" to $etail +)at t)e .ompan/;" e-.ommer.e prioritie" ")o#l$ %e1 an$ /o#r propo"al for )o+ t)e .ompan/*organi9ation ")o#l$ pro.ee$' ?$$itional information ma/ %e pla.e$ in an appen$i8' ? $etaile$ implementation plan i" not e8pe.te$1 %#t /o# ")o#l$ pro7i$e eno#g) "pe.ifi." to make t)e propo"al a "#%"tantial fo#n$ation for pra.ti.al follo+-#p +it) t)e .ompan/' (T)i" i" e"pe.iall/ important to t)o"e of /o# +)o a"pire to %e "#..e""f#l e-.ommer.e .on"#ltant")E In making the recommendations, you are expected to explicitly draw on theories, concepts and readings. T)e 4n-:la"" (re"entation i" an important opport#nit/ for /o# an$ /o#r gro#p to $emon"trate /o#r e-.ommer.e #n$er"tan$ing' T)e pre"entation ")o#l$ take a%o#t 10 min#te"1 lea7ing time for 5 min#te" of 6#e"tion an$ $i".#""ion' 4t i"
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t)e re"pon"i%ilit/ of t)e pre"enter" to en.o#rage at lea"t 2 6#e"tion" or .omment" from t)e a#$ien.e' T)e pre"enter" are e8pe.te$ to $emon"trate goo$ organi9ational an$ 7er%al .omm#ni.ation "kill"1 #"ing appropriate a#$io an$ 7i"#al ai$" an$ te.)nolog/' 5)en t)e pro>e.t i" t#rne$ in1 ea.) gro#p mem%er +ill %e a"ke$ to allo.ate t)e total point" for t)e pro>e.t a.ro"" t)e in$i7i$#al" in t)e gro#p' T/pi.all/1 ea.) in$i7i$#al in t)e gro#p +ill %e allo.ate$ 100A of t)e final point"' ?lternati7el/1 one or more per"on" ma/ %e >#$ge$ a" )a7ing ma$e a greater .ontri%#tion1 +it) one or more ot)er per"on" )a7ing ma$e le"" of a .ontri%#tion' 4 +ill .on"i$er )o+ ea.) gro#p mem%er allo.ate" t)e point" +)en .al.#lating /o#r final gra$e' Here;" an e8ample for a 4-per"on gro#p1 for +)i.) t)e pro>e.t +a" a+ar$e$ a gra$e of 30' (er"on ?: (er"on <: (er"on :: (er"on D: 110A re"#lt" in gra$e of 100A 100A H0A 33 30 30 72

3xtra Credit (potential of #p to 4 point" a$$e$ to final gra$e) (1) :#rrent ?rti.le" !-:ommer.e i" "#.) a $/nami. topi.1 +it) e7er-.)anging i""#e"1 .ontro7er"ie"1 .ompanie"1 people1 an$ .ompan/ allian.e"' Do# are e8pe.te$ to )elp keep all of #" #p to $ate %/ referring to rele7ant ne+ arti.le" in .la""' To en.o#rage t)i"1 &ou are eligible $or an extra credit o$ one percentage point on &our $inal numeric grade $or t%e course $or eac% rele"ant ne+ e*commerce article &ou bring up in class' To re.ei7e t)e e8tra .re$it1 /o# m#"t #"e t)e :o#r"e Fi"tSer7e to po"t t)e arti.le;" "o#r.e1 t)e $ate /o# %ro#g)t it #p in .la""1 an$ a one-page .omment on t)e arti.le +it)in one +eek of t)e .la"" $i".#""ion' To earn .re$it1 /o#r in-.la"" .omment an$ /o#r +ritten .omment" ")o#l$ go %e/on$ "impl/ re"tating t)e .ontent of t)e arti.le' Bo e8tra .re$it +ill %e gi7en for arti.le" $i".#""e$ after 5eek 11 (T)#r"$a/1 Bo7em%er 1 )' Credit +ill be gi"en $or up to 9 articles1 $or a potential total o$ 9 percentage points added to &our $inal numeric grade' (2) !7ent" an$ Speaker" !a.) "eme"ter1 t)e S.)ool of <#"ine"" an$ Management pro7i$e" "t#$ent" +it) a n#m%er of opport#nitie" to en)an.e t)eir "kill" in a +i$e range of area"' T)e <#"ine"" ?+arene"" !7ent" an$ t)e Marketing :l#% "peaker "erie" .an )elp /o# en)an.e /o#r potential1 an$ )elp prepare /o# for a "#..e""f#l .areer in %#"ine""'

4n or$er to en.o#rage t)e $e7elopment of /o#r o+n marketa%ilit/1 &ou are eligible $or an extra credit o$ one %al$ o$ one percentage point on &our $inal numeric grade $or t%e course $or eac% course*appro"ed .usiness ,+areness 3"ent or Mar0eting Club spea0er &ou attend' Botifi.ation of .o#r"eappro7e$ e7ent" +ill %e po"te$ on t)e :o#r"e +e%page1 t)ro#g) t)e :o#r"e Fi"t"er71 or anno#n.e$ in .la""' To re.ei7e t)e e8tra .re$it1 /o# m#"t "#%mit a one-page report on t)e e7ent1 in.l#$ing: (a) a "#mmar/ of t)e main point"C (%) a $i".#""ion of )o+ it relate" to t)e e-.ommer.e en7ironmentC an$ (.) a per"onal refle.tion on t)e rele7an.e of t)e e7ent to /o#' T)i" report m#"t %e "#%mitte$ to me +it)in one +eek of t)e e7ent to re.ei7e .re$it' Credit +ill be gi"en $or up to 2 reports1 $or a potential total o$ 5 percentage point added to &our $inal numeric grade' Deadlines ?ll a""ignment" are to %e t#rne$ in be$ore class on t)e $a/ of t)e $ea$line' ?""ignment" t#rne$ in after t)e "tart of .la""1 %#t %efore 5 p'm' on t)e $ea$line $a/1 +ill %e marke$ $o+n one letter gra$e' ?""ignment" )an$e$ in after 5 p'm' on t)e $ea$line $a/ +ill %e gi7en a gra$e of 9ero' Han$ing in a""ignment" a fe+ $a/" earl/ i" )ig)l/ re.ommen$e$' Personal :ntegrit& @"ing information from ot)er "o#r.e" an$ not .iting t)e "o#r.e i" plagiari"m1 a form of .)eating' 5)en /o# are +orking +it) ot)er "t#$ent"1 plea"e remem%er t)at failing to .ontri%#te a$e6#atel/ to t)e pro>e.t %#t taking f#ll .re$it for ot)er"I effort" i" :H!?T4BJ an$ +ill %e p#ni")e$ appropriatel/' (lea"e refer to t)e Temple @ni7er"it/ St#$ent Han$%ookI" $i".#""ion on a.a$emi. )one"t/' C%anges !-:ommer.e i" e8tremel/ $/nami.' T)i" .o#r"e "/lla%#" an$ ".)e$#le are "#%>e.t to .)ange pen$ing notifi.ation in .la""1 t)e Fi"t"er7 or 7ia t)e .o#r"e +e%"ite' St#$ent" are e8pe.te$ to .)e.k t)e .o#r"e +e%"ite %efore ea.) .la"" "e""ion' -ee0l& Sc%edule: See ne8t page'

Mar0eting 2)6 Principles o$ 3lectronic Commerce Dr. Susan Mudambi1 Fall 2000 -0 1 2 3 4 Date T H*5 T) H*7 T#e"' H*12 T) H*14 T H*1H T) H*21 T H*2 T) H*23 5 T 10*3 T) 10*5 T 10*10 T) 10*12 T 10*17 T) 10*1H T 10*24 T) 10*2 T 10*31 T) 11*2 T 11*7 T) 11*H T 11*14 T) 11*1 T 11*21 T) 11*23 T 11*23 T) 11*30 T 12*5 T) 12*7 T 12*12 Topic -7er7ie+ of !-:ommer.e an$ t)e :o#r"e -7er7ie+ of !-:ommer.e (.ont$') <2: 4n$i7i$#al" -nline <2: !-:ommer.e <2: !-:ommer.e (er"onali9ation 0 :#"tomi9ation -nline :omm#nitie" 9/26 Deadline for B2C Mini Project T)e Be+ !.onom/ - !.onomi." of t)e 5e% #$!% &eadline for Pro'ect re(uest !-:ommer.e <#"ine"" Mo$el" - )o+ to make mone/ on t)e 4nternet Exam #1 <2< -7er7ie+ <2< :#"tomer S#pport <2< S#ppl/ :)ain Management <2< -t)er 4nternet Marketing (lan" -rgani9ing 0 4mplementing 4nternet Marketing (lan" 10/26 Deadline for B2B Mini Project Traffi.1 <ran$ <#il$ing 0 4M: Traffi.1 <ran$ <#il$ing 0 4M: (ri.ing (ri7a./1 Se.#rit/1 Fegal an$ Ta8ation 4""#e" (ri7a./1 Se.#rit/1 Fegal an$ Ta8ation 4""#e" Jlo%ali9ation of !-:ommer.e $ ) &eadline for *xtra +redit ,rticles Exam #2 -o +lass . /appy Thanksgi0ing1 :areer"1 G#t#re (ro"pe.t" 0 (er"onal 5e% Site" :areer" an$ G#t#re (ro"pe.t" 11/30 Deadline for E-Commerce Gro ! Project Jro#p (re"entation" 0 Di".#""ion Jro#p (re"entation" 0 Di".#""ion Jro#p (re"entation" 0 Fa"t Da/ of :la"" E Readings (a$$itional rea$ing" +ill %e a""igne$)
Han"on :)'11 0 pp' 114-121 in :)'4 Han"on :)'41 H2-114 Han"on :)'12 Han"on :)' 7 Han"on :)'10 Han"on :)'21 :)'3 Han"on :)'5

Han"on :)'

7 3

Han"on :)'13 Han"on :)' 14

H 10 11 12 13 14 15

Han"on :)' H Han"on :)'111 Sin)a Han"on pp' 422-433 Han"on pp' 422-433

Han"on pp' 433-433